Benedict Townsend

These days, his vibe is a little different.

These days, his vibe is a little different.

Now he posts about his wholesome family life on a farm in Nashville with his wife and kids. His riding of tractors. He has also diligently ignored every single attempt we have made to talk to him about this podcast. But the main thing you need to know is that at this point in our story, Marcus is the head of the 1600 group.

Now he posts about his wholesome family life on a farm in Nashville with his wife and kids. His riding of tractors. He has also diligently ignored every single attempt we have made to talk to him about this podcast. But the main thing you need to know is that at this point in our story, Marcus is the head of the 1600 group.

Whether or not he would identify as such, he's basically become a union leader, and he shouldn't be underestimated. He's got the vision and the charisma to unite Vine's biggest creators into a negotiating unit. And this has never been done before. Of course, that also meant that it was all new to Karen and her team. Walking into the meeting room, they had very little idea what to expect.

Whether or not he would identify as such, he's basically become a union leader, and he shouldn't be underestimated. He's got the vision and the charisma to unite Vine's biggest creators into a negotiating unit. And this has never been done before. Of course, that also meant that it was all new to Karen and her team. Walking into the meeting room, they had very little idea what to expect.

You're in this sort of conference room, right? That's within the Vine Street complex, as you said.

You're in this sort of conference room, right? That's within the Vine Street complex, as you said.

The fact that the 1600 Group have succeeded in getting Vine management to come meet with them on their own turf is no small achievement when you consider that they're just a bunch of self-made creators now dealing with a tech giant. The shiny conference room already makes it clear they want to be taken seriously as professionals, as grown-ups.

The fact that the 1600 Group have succeeded in getting Vine management to come meet with them on their own turf is no small achievement when you consider that they're just a bunch of self-made creators now dealing with a tech giant. The shiny conference room already makes it clear they want to be taken seriously as professionals, as grown-ups.

Karen was leading the group on behalf of Vine, and of course Twitter, who were ultimately the ones in control, and perhaps more importantly, the ones who controlled the purse strings. It had already been made very clear to Karen that there were hard financial limits on any initiatives she wanted to bring in.

Karen was leading the group on behalf of Vine, and of course Twitter, who were ultimately the ones in control, and perhaps more importantly, the ones who controlled the purse strings. It had already been made very clear to Karen that there were hard financial limits on any initiatives she wanted to bring in.

By this point, Karen has been in her role for just a few months, but she's become very familiar with the many frustrations creators have.

By this point, Karen has been in her role for just a few months, but she's become very familiar with the many frustrations creators have.

Unfortunately, the 1600 group was not interested in conversations about new creative opportunities. Airing their grievances may have had some therapeutic value, but first and foremost, their eyes were set on the financial prize. Something which, unknown to the Vine team, had actually been in the works for months.

Unfortunately, the 1600 group was not interested in conversations about new creative opportunities. Airing their grievances may have had some therapeutic value, but first and foremost, their eyes were set on the financial prize. Something which, unknown to the Vine team, had actually been in the works for months.

That's Brendan McNerney again, you know, the mid-level creator who had inns with 1600 Vine. He'd segued into producing more experimental content, but still took a keen entrepreneurial interest in the evolution of Vine and was well-connected in techie circles. With a unique insight into both sides of the equation, Brendan could see the writing on the wall early on.

That's Brendan McNerney again, you know, the mid-level creator who had inns with 1600 Vine. He'd segued into producing more experimental content, but still took a keen entrepreneurial interest in the evolution of Vine and was well-connected in techie circles. With a unique insight into both sides of the equation, Brendan could see the writing on the wall early on.

Brendan and other creators were interested in pushing Vine to make changes that would help with monetization, but they were considering different schemes, which to them seemed much more realistic.

Brendan and other creators were interested in pushing Vine to make changes that would help with monetization, but they were considering different schemes, which to them seemed much more realistic.